You Had Me At Hello

You Had Me At Hello Building a Sustainable Donor

Stewardship Program !

Anne Peyton, CFRE 5/29/14 1pm EDT

Your Presenter

Anne Peyton, CFRE Yellow Brick Road Consulting !35 years of experience in and with nonprofits of all kinds, based in Vermont, member of the Association of Philanthropic Counsel. !Anne serves on the board of the Association of Philanthropic Counsel and on the Upper Valley Land Trust. Former board service includes the Vermont Community Loan Fund and the Upper Valley Region of the New Hampshire Charitable Foundation.

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Goals of this Webinar

• Appreciate your donors’ participation in your organization’s philanthropy • Appreciate the importance of donor stewardship in building donor loyalty. • Strengthen the role of board members in your development program

(c) YellowBrickRoadConsulting.com

http://YellowBrickRoadConsulting.com

What Donors Want…

To feel good To feel loved To feel smart To feel needed To feel important

To belong To see their values in action

To WIN! -‐ Tom Ahern, Aherncomm.com



Achieving Lifetime Donor Loyalty



Overview of Donor Stewardship



The GOOD… the BAD… the UGLY

The GOOD: 34% of donors who received a personal thank you call said they would give again because of the call. !The BAD: 94% of donors say that charities they support never or hardly ever call them up without asking for another gift. !The UGLY: 98% say that charities never or hardly ever pay them a visit without asking for MONEY. !65% of donors who make a first gift never make a second gift, and they leave largely due to over-‐soliciting and our insisting on unrestricted giving.

Penelope Burk, cygresearch.com



Stewardship Program

• Increasing your productivity • Managing your infrastructure • Setting your goals • Managing your time • Planning your visit • Making appointments • Having conversations • Follow up and what’s next



Good Stewardship = Engaged Donors

• Feeling: interested, engaged, recognized, appreciated • Acting: volunteering, participating, spreading the message, bringing others along • Giving: regularly, to priorities of the organization, in usable ways, and stretching in capacity

Based upon Julia Emlen, Intentional Stewardship, CASE 2008



Overview of Donor Stewardship



Managing Your Infrastructure



Message Delivery

DONOR

WE ARE GREAT! OUTCOMES

Corporate marketing



Marketing outcomes as purpose

Organization

Donor-‐centered marketing

DONOR OUTCOMES



Managing Your TimeCovey’s Time Management Matrix

Stephen R. Covey, First Things First 1994



Managing Your Time

Getting OUT of the OfficeRequires Planning and Commitment

!• Pick One Day a Week for Donor Visits

– Aim for at least 2 appointments for each day

!• Don’t be a slave to urgency

– Turn off your email notification!

!• Block out time on your calendar every week to:

– Prioritize which donors to visit – Make appointments – Make visits and follow up

Adapted from Joe Tumolo, www. joetumolo.com


http://joetumolo.com



Making Appointments Getting An Appointment -‐ Tips

• Give specific choices for times and place • Think through your goal of the visit relative to location (office, home, restaurant)

• Email and call if you have both • The Perseverance Rule • Call 3 times and email 3 times before giving up (with busy

working people, 4 outreaches over a month).

• Set Expectations • If asked, tell your donor your intentions for the visit.


Bertolt-‐Brecht !Transforming guest to participant… transforming donor to investor. !!!!!!

!Kay Sprinkel Grace, Beyond Fundraising, 1997

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Stewardship – get donors ‘into the kitchen.’

Having Conversations



Having Conversations Prepare the experience for your donors

• Stories and statistics • Appreciate what the donor has done • Why you’re involved, your passion • Responses to common questions • Be ready to invite him or her to volunteer, to become more engaged



Having Conversations Listening to What Donors Care About

• What do you love about the organization? • What would you like to protect? • What do we do well? • How can we improve what we do? • How well are we communicating with you? More? Less? media?

• Conduct philanthropic surveys regularly !• FOLLOW UP



Having Conversations

Donor Readiness – ‘Listening the Gift’

• Has an active interest in the mission? !• Has a history of involvement? !• Feels a kinship with others in the organization? !• Is knowledgeable and engaged about the plan for

the future or a proposed project? !

Andrea Kihlstedt and Catherine P. Schwartz, Capital Campaigns, 2nd ed, Aspen, 2004



Having Conversations Arc of Asking



Rainmakers – a strong asker who rushes to close. Give the donor time to convince herself.

Go-‐Getters –resist closing and enjoy the moment so much. Don’t leave the close for the end.

Kindred Spirits –likely to put off the ask to avoid confrontation. Find the courage to get the ask on the table and the courage to ask again after answering questions.

Mission Controllers -‐ an urge to control how things unfold. Let the ask unfold naturally, give it some breathing room. The donor might not be ready to close.

AskingMatters.com

Having Conversations “Asking” Styles



Follow Up and What’s Next Sample Trip Report



Resources• Ahern, Seeing Through A Donor’s Eyes • Ahern/Joyaux, Keep Your Donors • Burk, Donor-‐Centered Fundraising and Donor-‐Centered Leadership • Burnett, Relationship Fundraising • Joyaux, Strategic Fund Development • Emlen, Intentional Stewardship…Highest Level of Philanthropy • Grace, Beyond Fundraising • Kihlstadt, Capital Campaigns • Nonprofit Research Collaborative reports, surveys • Panas, Power Questions and Sobel and Panas, Power Relationships • Sargeant, Building Donor Loyalty • Sargeant et al, Fundraising Principles and Practices • Stroman, Asking About Asking Calculating Donor Retention: • http://www.youtube.com/watch?v=CqfayQRzpKM • http://www.lorijacobwith.com/free-‐resources/downloadable-‐materials.htm


http://www.youtube.com/watch?v=CqfayQRzpKM






http://www.lorijacobwith.com/free-resources/downloadable-materials.htm





Questions?

Presenter

Anne Peyton CPF CFRE www.YellowBrickRoadConsulting.com [email protected]

!

The resource list is a sample of our professional body of knowledge

and practical actions.


http://www.yellowbrickroadconsulting.com

mailto:[email protected]

mailto:[email protected]


!!!

Next Webinar: !

Donor Thank You Videos, Infographics, and Other Fun Ways to Say Thanks

!Kivi Leroux Miller

!Thursday, June 5th – 1:00pm EDT

https://bloomerang.co/resources/webinars

https://bloomerang.co/resources/webinars

You Had Me At Hello

Investor Relations

Transcript of You Had Me At Hello